Google commits to removing identifiers from Chrome – for good

March 4, 2021 9:45

Google has announced that it will not build an alternate identifier system to track individuals as they browse across the web once third-party cookies are phased out. It added that it would also not use them in other Google products.

The news comes after search and social media companies face growing backlash from governments and individuals about privacy and data usage.

The tech company previously announced that its browser Google Chrome will limit insecure cross-site tracking, by treating cookies that don’t include a SameSite label as first-party only, and require cookies labeled for third-party use to be accessed over HTTPS.

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.